Sound social media strategies to generate website clicks

1 | Sound social media strategies to generate website clicks

Sound social media strategies to generate website clicks

Erica MetzgerSocial Media Manager,

BAYADA Home Health Care@stealthmaestro


“We don’t have a choice on whether

we DO social media,

the question ishow well we do it”

- Erik Qualman


1.23 billion monthly active users, 945 million mobile users, and 757 million daily users.


… AND it’s not just kids! Number of Adults on Social Media as of September 2014:

71% use Facebook23% use Twitter

26% use Instagram28% use Pinterest28% use LinkedIn

Pew Research, 2014

And 52% of online adults now use 2 or more social

networks


Social Media is not free


• It takes people

• It takes technology

• It takes time

… all of which are limited resources

How do you know where to focus?


The Five “Musts” of Corporate Social Media

1. Reputation management

2. Customer service

3. Customer loyalty

4. Thought leadership

5. Customer acquisition


Customer acquisition = ROI

ROI is a business metric, not a media metric

We have to measure more than just social!

Customer acquisition is critical to social success


Organic Customer AcquisitionThe number of unique people who saw your content in their News Feed, ticker or on your Page

In many cases, this number is restricted to a percent of your total following.eg: Facebook

Ways to increase organic reach:• Engage, respond and be genuine

Measure and review the posts that work! • Get your entire company to share, like and

comment. Have a great campaign? Eblast • Share across multiple networks and make• Images, Calls to Action and Optimum post

Internallydistribution partnershipstiming


Paid Customer AcquisitionThe number of unique people who saw your paid content. In social media, if you want to reach any specific audience, you must use advertising

Ways to optimize paid reach:• Custom audience(s) and persona development• Know what you are currently paying for leads

and companywide conversion rates • FB: Boosted posts, ads manager and dark

posts• Calls to Action and click through to site – use

forms and landing pages with specific goals• Permission marketing, what are you offering

for that email address? • Tracking URLs and lead management

11 | Sound social media strategies to generate website clicks11

• Triage Leads

Facebook Advertising

•May - Facebook ( $2439.97)

•May - Twitter Ads ($250)

•May - LinkedIn Ads ($68.85)

•Oct – Facebook ($3395.55)

Google Advertising

• AdRoll – Retargeted

($43.34)

Creative

• Landing page, with custom

form, email and workflow

• Posts with tracking urls

Manual campaign

monitoring

Digital Strategy Facebook AdvertisingLeads

• 55 hires (4% hire rate)

• 500,000 impressions –

21,500 impressions per

hire

ROI at six months

Level of Nurse Number

RN 677

LPN 462

CNA/HHA 128

Student 46

Not a nurse 20

Other 22

Unknown 72

Yes to Peds

Experience607

Total 1427

Leads Cost Cost/Lead

1427 $6197.72 $4.34

Open house case study

Hours Billed: 11,712.5

(1,464 8-hour shifts)

6 months = $185k30x investment

BAYADA Pediatrics utilized social media marketing to promote their companywide Pediatric Nurses Week open house in May and October 2014


“You can’t manage what you don’t

measure”

- Peter Drucker


Use URL Tracking


Name your campaign


Add a medium


Add a source


Identify social traffic


Thank you

Erica MetzgerSocial Media Manager,

BAYADA Home Health Care@stealthmaestro

FREE UTM TRACKING TOOL HERE: bhhc.co/decisionUTM

Data & Analytics

Sound social media strategies to generate website clicks